Editor’s note: The quotes in this story have been translated from Spanish to English.
Most mornings at City Market in Aspen, you can find a local legend. Her name is Araceli Moreno, but most people know her as Shelley — a name her father gave her and one she’s gone by over her long career.
This September, Shelley will celebrate 32 years of working for City Market here in the Valley — from the old Basalt store to El Jebel to Aspen. She started in 1994, as a courtesy clerk for Western Union in the Basalt City Market. As the only Latina working mornings, she became a trusted point person for Spanish-speaking customers.
Over the years, she’s worked in many departments, like the bakery, the deli and even the old movie rental, back when that was a thing. These days, you can find her at the self checkouts in the Aspen store.
What makes Shelley iconic is her personal language-learning journey, and how she used her development thereof to serve her community beyond what’s outlined in her job description.
In the beginning of her career, she spoke very little English. Determined to learn, she carried a notebook, a dictionary and a pen around at work. When customers approached her for help, she would ask them to repeat themselves two or three times, and sometimes to write down what they needed in her notebook.
If someone ordered a croissant, she’d have them write it out, say it aloud and then she’d write it phonetically in her notebook as best she could. She remembers having particular trouble with Black Forest ham.
“I just couldn’t understand what the connection was,” she said.
She’d study her notes in the mornings after dropping her kids off at school. Her system of collecting commonly used words and practicing them led to learning the language.
“Maybe [the customers] found it funny that I’d ask them to write down the word or whatever they were telling me,” she said.
Other Spanish speakers ended up seeking her out for translation support. If Shelley didn’t know the words, she would work with a Spanish-speaking customer or associate to write it down in English as best they could to show it to a native English speaker. Sometimes she’d share her personal phonetic method, instructing others to close their eyes, sound out the word, then write it down.
Shelley credits her co-workers with helping her learn the language.
“They helped me a lot with pronunciation, identifying products [and] saying them out loud,” she said. “They were so kind. Nobody laughed at me or anything. Everyone was ready to help”
Her translation abilities went beyond the grocery store. According to Shelley, very few healthcare workers in the area spoke Spanish several years ago. Seeing that she was a familiar, trusted face, people asked her to tag along to doctors appointments.
Shelley recalled translating through 15 births, when doctors and nurses would give Shelley updates throughout the birthing process. She’d relay breathing instructions and important information, like whether a mom needed a blood transfusion. She’d translate questions to the doctor, as well as important birthing decisions, such as if the mom wanted to have the baby standing up.
“It’s beautiful to know that people trust you in those difficult moments during births,” she said.
Today, customers practice their Spanish with her at the counter. She’s seen many of them go on to get married, have children, move away, come back and so on. And many continue to take a moment to share a smile and say hello, whenever they come through the automated sliding doors.
One moment of her career still stands out in particular. On her 50th birthday, while working the deli counter, she heard her manager’s voice come over the intercom inviting everyone to wish Shelley a happy birthday. Out came a cake with candles atop, while staff and customers alike said, “Happy Birthday!”
“The people here are so kind,” she said.
People have told Shelley over the years that if she ever wanted to leave City Market, they’d have a job for her; but she’s turned them down every time.
“I’ve always loved the store, honestly,” Shelley said. “What you love, you love.”